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VANCOUVER — A Japanese franchise is bringing its do-it-yourself “fast steak” concept to Canada.

Pepper Lunch, which has 180 locations in Tokyo and another 180 locations in the Asian market, will open in Richmond, B.C., in February with another to follow in Vancouver.

Denis Sy, general manager of Pepper Lunch Canada, said the company plans to open 20 locations over the next five years in select markets.

Pepper Lunch serves its meals on an induction hot plate that reaches about 190 C in less than a minute, cooking the meat and vegetables to the taste of the customer.

“That’s the beauty of it; it is very healthy, very fresh,” said Sy. “You cook it to the way you like it.”

The Richmond location at 150-5951 No. 3 Rd. will be 1,600 square feet with 50 seats. Sy said about 65 per cent of the menu is Canadian beef, but pork, chicken and salmon are also served. Down the road, he said, the franchise will introduce more seafood options including mackerel and scallops. Pepper Lunch is also toying with breakfast options, but Sy said it is difficult because eggs would cook too fast on the hot plate.

According to Sy, Pepper Lunch will offer up as many local products as possible, but the proprietary pepper butter will be imported from Japan.

Most meals come with rice or mashed potatoes on the side and average under $10.

While takeout would negate the central DIY-theme, Sy said it is possible, but staff would cook the meal beforehand.

Pepper Lunch will be fully licensed serving Japanese and local beer and wine. A variety of sodas will also be available.

Sy said his team recognizes the Canadian market has different tastes than in Japan, and the menu will adapt to what customers want. For example, he said Vancouverites will want more vegetarian dishes, which is not something a lot of Japanese diners are looking for, and so, they plan to roll out vegetarian option to meet demand.

The Richmond building was basically gutted and will feature exposed red brick, and cooler lighting than in Japanese locations, Sy said.

With a a five-year lease signed for its first location, Pepper Lunch Canada plans to offer franchises after three to five corporate stores are well established.

According to Sy, Toronto can expect a Pepper Lunch location after the Vancouver-area locations are up and running.

Comments

1 comments

Emmanuel Chuakay

congrats to Christopher Sy and his team. Welcome to North America!

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Ishcom Publications was established in 1986 with the launch of Ontario Restaurant News, offering national coverage with a provincial focus of the news that matters to the restaurant and foodservice industry. The company expanded its regional concentration with the addition of Pacific/Prairie Restaurant News and Atlantic Restaurant News. In 2004, Ishcom Publications added Canadian Lodging News to its portfolio to offer its industry news coverage to the accommodation sector.